UvA-DARE (Digital Academic Repository) A Good Hustle The Moral Economy of Market Competition in Adult Webcam Modeling van Doorn, N.; Velthuis, O. DOI 10.1080/17530350.2018.1446183 Publication date 2018 Document Version Final published version Published in Journal of Cultural Economy License CC BY-NC-ND Link to publication Citation for published version (APA): van Doorn, N., & Velthuis, O. (2018). A Good Hustle: The Moral Economy of Market Competition in Adult Webcam Modeling. Journal of Cultural Economy, 11(3), 177-192. https://doi.org/10.1080/17530350.2018.1446183 General rights It is not permitted to download or to forward/distribute the text or part of it without the consent of the author(s) and/or copyright holder(s), other than for strictly personal, individual use, unless the work is under an open content license (like Creative Commons). 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UvA-DARE is a service provided by the library of the University of Amsterdam (https://dare.uva.nl) Download date:28 Sep 2021 JOURNAL OF CULTURAL ECONOMY, 2018 VOL. 11, NO. 3, 177–192 https://doi.org/10.1080/17530350.2018.1446183 A good hustle: the moral economy of market competition in adult webcam modeling Niels van Doorna and Olav Velthuisb aDepartment of Media Studies, University of Amsterdam, Amsterdam, Netherlands; bDepartment of Sociology, University of Amsterdam, Amsterdam, Netherlands ABSTRACT ARTICLE HISTORY In this article, we examine how models working on Chaturbate, one of the Received 1 May 2017 world’s most popular adult webcam platforms, negotiate and make sense Accepted 22 February 2018 of the dynamic ways in which this platform configures their competitive KEYWORDS environment. By combining different perspectives from the field of Adult webcams; sex work; economic sociology, we demonstrate how competition on Chaturbate is – digital platforms; shaped by various market devices whose strategic negotiation informs competition; market devices; and is informed by – the moral economy articulated on web forums orders of worth; where models gather to discuss their work experiences and market entrepreneurialism strategies. We first introduce Chaturbate and the ways in which it organizes market competition, surveying the environment models have to negotiate. We then zoom in on two controversial strategies for beating the competition, each of which upset the moral economy of Chaturbate’s model community. Subsequently, we turn to what models term ‘the hustle,’ which encompasses a number of competitive strategies and criteria judged to be fair and thus legitimate. The final part of our analysis considers the limitations of the hustle, as well as the meritocratic and entrepreneurial discourse that surround it, in light of what we identify as Chaturbate’s ‘manufactured uncertainty.’ Introduction Over the last few years a phenomenon now widely known as the ‘gig economy’ has attracted increas- ing scholarly and popular attention. The term has frequently been associated with the rise of Uber, TaskRabbit, and other digital platforms that orchestrate markets for on-demand service work, although the gig economy vastly extends beyond the parameters of platform-mediated labor. As critics have pointed out, the gradual transformation of employment into (sub)contracted ‘gigs’ characterized by flexibility, transience, and insecurity has affected a wide range of industries and has been driven by successive waves of economic restructuring and labor market reorganization since the 1970s (Peck and Theodore 2012). As such, the salience of platforms for cleaning, (food) delivery, ride-hailing, home care work should be understood as symptomatic of broader structural changes in how people make a living – increasingly by cobbling together income streams – rather than taking these platforms as engines of this change. Moreover, while the abovementioned forms of generally low-wage gig work have thus far received most consideration, this article focuses on a less visible yet increasingly popular kind of platform-mediated service labor: adult webcam CONTACT Niels van Doorn [email protected] Department of Media Studies, University of Amsterdam, Turfdraag- sterpad 9, 1012 XT Amsterdam, Netherlands © 2018 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http:// creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. 178 N.VANDOORNANDO.VELTHUIS modeling. As Angela Jones (2016, p. 229) has argued, webcam models should be seen as sex workers who ‘perform erotic labor in a highly competitive capitalist marketplace,’ which is ‘similar to many other forms of [feminized] service work because it involves providing good customer service’ and ‘often requires managing both one’s own emotions and those of clients.’ This erotic labor generally takes place in public chat rooms, where models engage in conversation as well as various levels of sexual play, and in private rooms to which viewers can gain access by tipping a certain amount of tokens that can be purchased from the site – thereby turning viewers into paying customers. The recent growth of the adult webcam industry (Song 2016) can be explained by two intercon- nected developments. First, various kinds of sex workers – from escorts to strippers and porn workers – have over the last two decades intensified their use of networked digital technologies to market their services, in an effort to maximize their earnings and reduce their risk exposure (Jones 2015a). For instance, porn workers who are trying to survive in an increasingly precarious industry hit by the proliferation of online piracy and amateur porn have had to look for other gigs to supplement their income, using social media and webcam platforms to promote their self- produced content and facilitate various ‘direct-to-consumer’ exchanges (Berg 2016). Adult webcam platforms do not only offer a unique customer experience that is both live and interactive, they also reduce transaction costs by efficiently matching supply and demand for sexual services and goods while lowering market entry barriers. Yet, these very advantages to entrepreneurial sex workers also entail a potential drawback, which brings us to the second development. As barriers to market entry are lowered and commercial sex has been culturally and economically mainstreamed (Brents and Sanders 2010), a rapidly increasing number of newcomers are taking up webcam modeling as an opportunity to supplement their income in today’s gig economy (Song 2016). Similar to the ‘explosion of amateur content’ in pornography, this has resulted in a ‘flooded labour pool’ and inten- sified market competition for established webcam models whose income at least partly depends on this work (Berg 2016, p. 164). Moreover, given that webcam performances transcend physical boundaries, this market is global and models from Western countries have to compete with models from relatively low-income countries such as Romania, Colombia, and the Philippines, which have become central hubs in the adult webcam industry. These models are more likely to work under con- tract of specialized studios that provide the needed infrastructure in exchange for a substantial fee, and they are frequently subjected to exploitative working conditions (Davies 2013, Cruz and Sajo 2015). It should therefore be noted that the opportunities and risks of webcam modeling are distrib- uted in highly unequal ways along lines of nationality, geography, gender, race, and class (Jones 2015b). Beyond such structural inequalities, these opportunities and risks are also contingent on the par- ticular ways in which adult webcam platforms orchestrate competition between models. In this article, we examine how a group of webcam models working on Chaturbate, one of the industry’s most popular platforms, make sense of the dynamic ways in which this platform configures their competitive environment. Our analysis of model narratives on two dedicated web forums draws on two distinct approaches from the field of economic sociology which thus far have rarely been con- nected, namely the STS-inspired literature on ‘market devices’ (e.g. Muniesa et al. 2007) and work on ‘moral economies’ and ‘orders of worth’ (e.g. Prasad 1999, Stark 2009). By bringing a synthesis of these approaches to bear on adult webcam modeling, this study offers an innovative perspective on an increasingly popular mode of digitally mediated sex work, highlighting how the sociotechnical construction of markets and the discursive formation of moral economies – i.e. the production of value and values – are entangled in intimate and situated ways (cf. Pettinger 2013). More specifically, a critical assessment of the ways in which competition, rather than exchange, on Chaturbate is shaped by